John Lewis Launches First Fashion Collection for 'Tweens'

John Lewis, the UK-based department store retailer, is expanding its childrenswear line with its first-ever collection for 'tweens',...

John Lewis, the UK-based department store retailer, is expanding its childrenswear line with its first-ever collection for 'tweens', aiming to significantly increase its share of the children's fashion business. The new collection will include more than 2,100 new items, featuring the store's own-label 'tween' range for children aged 7 to 12, and ten new fashion brands for spring 2023. The 'Fashion for All' collection will be the first from John Lewis' new Director of Design for Fashion, Queralt Ferrer.

While John Lewis currently holds a 16% share of the UK nursery market, the company has not been able to maintain this share beyond a child's early years. The store wants to increase its slice of the kids' clothing market, projected to be worth £7.3bn by 2027. The expansion of John Lewis' kidswear line also reflects changing consumer behavior, with customers indicating that their older children want to have more fun with clothing and are increasingly interested in what they wear.

The new 'tween' collection is influenced by 90s trends, with oversized hoodies, logo tees and wide-leg cargo trousers in a monochromatic color scheme, with prices ranging from £7 to £38. The collection will sit alongside existing brands Nike, Vans and Crocs and 10 new brands, including popular labels such as Petit Bateau, JoJo Maman Bebe, Mintie by Mint Velvet and Ted Baker, and affordable brands, such as Jack and Jones, Mango, Gap, Cotton On, Only & Angels by Accessorize.

John Lewis Executive Director, Naomi Simcock said, "We've made [the range] more stylish - taking inspiration from 90s trends, with bold prints and colors - and have innovative plans to make it a focal point in our shops. This is also our first big campaign to back our new brand promise - to be there for 'all life's moments'. We're not just here for the milestone moments, but all the everyday ones in between."